Attitude to Service Marketing Mix Affecting Consumer Buying Decision toward Mcdonalds’ Fried Chicken Menu in Bangkok

Abstract

This research aimed to study attitude to service marketing mix and consumer buying decision toward Mcdonalds’ fried chicken menu in Bangkok. This research was a qualitative research using closed-ended questionnaire for gathering 385 samples who consumed Mcdonalds’ fried chicken menu in Bangkok. The statistics used in analyzing data were frequency, percentage, average, standard deviation, factor analysis, Pearson correlation coefficient, and multiple regression analysis. The results showed that most of the samples were women who were 20 – 30 years old with bachelor degree and their occupations were Private employees whose incomes were from 15,000 baht to 30,000 baht per month. The factors which affected consumer buying decision were product factor, price factor, place factor, promotion factor and people factor.